BUSINESS PROCESS AND DATA ANALYSIS: A CASE STUDY OF DELTA
AIRLINES
BUSINESS PROCESS AND DATA ANALYSIS
CIS7026
BY
IMONIKHE IRIA AYENI
20229033
M.Sc Data Science
SUBMITTED
TO
CARDIFF METROPOLITAN UNIVERSITY
LLANDAFF CAMPUS
January, 2024
Table of Figures
Figure 1: Covid Net income Loss of Airlines
Figure 2: SWOT Matrix
Figure 3: Pestle Diagram
Figure 4: 7P’s Marketing Mix
Figure 5: Fishbone Diagram
Figure 6: POPIT Model
Figure 7: McKinsey’s 7-S model
Figure 8: Power-Interest Grid Matrix
Figure 9: Business Model of Delta Airlines (Swimlane)
Figure 10: Porter’s Five Forces Model
Figure 11: Count of Destination
Figure 12: Count of Travel Origination
Figure 13: Sentiment Polarity
Figure 14: Sentiment Subjectivity
Figure 15: Sentiment Polarity of Top 6 Countries
Figure 16: Count of Travel Type
Figure 17: Sentiment Polarity and Travel Type
Figure 18: Count of Seat Type
Figure 19: Sentiment Polarity by Seat Type
INTRODUCTION
Background and Justification of Study
In 2019, the news of a deadly viral and highly contagious disease hit the world with a
heavy bang. As the coronavirus pandemic spread throughout the global economy, the
travel and tourism sector suffered greatly. Travel restrictions imposed by various
nations, frequent flight cancellations, and their detrimental impact on airline
reservations resulted in a sharp decline in the demand for air travel. Prior to 2020, the
aviation industry saw a period of prosperity that was always brought to an end by the
pandemic. During this time, they hired tens of thousands of people, purchased new
aircraft, and developed their networks (Josephs, 2021; Junrong, 2021)
Junrong (2021) did a comparative analysis of the impact of covid 19 on the profitability
of airlines industry, he studied the interim and annual financial statements of the Top
3 US airline companies (Delta, United and South West Airlines) from December 31,
2019 to June 31, 2021. Jurong (2021) presented a visualization of the net loss of
these airline companies as shown in figure 1
Figure 1: Covid Net income Loss of Airlines
From figure 1, it is apparent that all three companies suffered a tremendous loss in
2020. Delta Airline did better than the other two companies before the pandemic,
however it got a huge and the worst loss in the second and third quarters of 2020.
Given the tremendous losses that Delta Airlines suffered during the covid pandemic
and the fact that it is still struggling to regain its rightful foothold, a study that analyses
the company’s existing business models and processes towards optimizing their
business strategies to attain their strategic goals becomes imperative.
This report therefore presents a comprehensive business process analysis of Delta
Airlines. The essence of this report is to examine, analyze, and comment on the
inadequacies in the company’s business processes using a variety of different models,
graphs, and other analytical techniques and tools, and suggest how the business
processes can be better repositioned to being the first-choice travel airlines.
About Delta Airlines
In 1924, Atlanta, Georgia saw the founding of Delta Air Lines, the company offers air
transportation services for both passengers and cargo Within the US and
internationally, (McKenna, 2023).
Its domestic networks are on the economic mainland centers of Atlanta, Minneapolis-
St. Paul, Detroit, and Salt Lake City, as well as the coastal economic center of Boston,
Los Angeles, New York-LaGuardia, New York-JFK, and Seattle. Its international
market presence is in the economic centers of Amsterdam, Mexico City, London
Heathrow, Paris-Charles de Gaulle, and Seoul-Incheon.
The company sells its tickets through various distribution channels, including
delta.com and the Fly Delta app, reservations, online travel agencies, traditional brick-
and-mortar, and other agencies. It also provides aircraft maintenance and engineering
support, repair, and overhaul services; and vacation packages to third-party
consumers, as well as aircraft charters, and management and programs. The
company operates through a fleet of approximately 1,250 aircraft. The company is
managed by a team of very well trained staff.
Strategic Goals of Delta Airlines
According to McKenna (2023) the goals of delta Airlines are:
1. To achieve net-zero carbon emissions, waste reduction, and the creation of circular
solutions by 2050
2. To honour, connect, and reflect the global community.
3. To make an investment in development, foster connections, and be a reliable
partner.
Mission Statement of Delta Airlines
The mission statement of Delta Airlines is “to consistently deliver an outstanding
customer experience while providing safe, reliable, and friendly air travel.” (McKenna,
2023)
The strategic goals and mission statement of Delta Airlines emphasize it strives to
ensure the safety of its customers, and staff, and ensure the environmental
sustainability of the communities it serves. The company sees its customer as its
biggest asset, it believes that by prioritizing safety, operational excellence, feedback
and customer satisfaction it will be the number-one choice of travelers worldwide
(Luciano, 2023).
Delta Airlines Business Model.
Strategic Partnership Model:
Delta has established partnerships with other airlines, including Virgin Atlantic, Korean
Air, and Air France-KLM. This is to offer a greater variety of destinations, increase flight
frequencies, broaden its worldwide network, and offer passengers smooth travel
experiences. These partnerships strengthen Delta's competitive advantage in the
market.
Delta has also formed partnerships with travel agencies, car rental companies, and
hotel chains. Through these partnerships, Delta can provide customers with all-
inclusive travel packages that include lodging, ground transportation, and flights.
Critical-Activity Model
Delta's key activities revolve around providing air transportation services to
passengers and cargo. The airline operates a vast fleet of aircraft, ranging from small
regional jets to large wide-body planes, allowing it to serve a diverse range of routes
and markets. Delta's operational activities include flight planning, aircraft maintenance,
crew scheduling, and ground services, all of which are meticulously managed to
ensure the highest level of safety and efficiency.
Customer Service Model
Another critical activity model of Delta is its commitment to customer service. The
airline invests heavily in training its employees to deliver exceptional service and
create memorable experiences for passengers. From check-in procedures to in-flight
amenities, Delta strives to exceed customer expectations at every touchpoint,
fostering loyalty and repeat business.
Essential Resources.
Delta depends on a number of important resources to support its operations and
customer-centric strategy. The most valuable asset is its fleet of aircraft, which entails
a sizeable initial outlay. With a fleet of both owned and leased aircraft, Delta is able to
easily modify capacity to suit changing market demands.
The vast route network, airport amenities, technological systems, and highly qualified
workforce are among Delta's primary resources in addition to its aircraft. With a route
network that connects it to major cities worldwide, the airline serves both domestic and
international destinations. Passengers can travel with ease thanks to Delta's airport
amenities, which include lounges and hubs.
Propositions for Value
Providing clients with an exceptional travel experience is at the core of Delta's value
proposition. The airline prioritizes offering a large selection of travel options,
dependable and punctual flights, and first-rate customer service. Delta minimizes
travel disruptions by consistently enhancing its operational efficiency, guaranteeing
that passengers can depend on timely departures and arrivals.
Additionally, Delta sets itself apart with its dedication to client happiness. Modern
amenities like Wi-Fi connectivity, in-flight entertainment, and comfortable seating are
part of the airline's investment in updating its fleet. Delta adds value for its clients and
fosters brand loyalty by providing a relaxing and pleasurable travel experience.
STRATEGIC ANALYSIS
Delta Airlines has a very laudable mission statement: “To consistently deliver an
outstanding customer experience while providing safe, reliable, and friendly air travel.”
(McKenna, 2023). Its ability to fulfill this mission statement is dependent upon the
effectiveness of business strategies.
Global Business Strategy:
Product Differentiation and Customer centric Strategy
Delta has a customer-centric strategy for its business growth, which allows it to charge
high prices for flight tickets. as against one of its major rival, South West Airlines which
has a leadership strategy and lower flight cost of flights. To compensate for the cost
of travel, Delta Airlines has included better food, beer and recent flight movies into its
travel experience in addition to installing a heart rate monitor that helps it to monitor
customers' rate during turbulent travel. (Birkner, 2017). Delta Airlines growth is hinged
on the belief that customers will be willing to pay more for flights if their general travel
experience is pleasant.
Employee Training and Job Satisfaction.
Delta Airlines yearly invest millions of dollars in staff training and re-training. The
capital-intensive training programmes is designed to improve customer satisfaction at
every stage of interaction. (Sam C, 2015). Staff of Delta Airlines also have the privilege
of becoming joint owners of the company by purchasing its stock. A good percentage
of Delta Airlines staff have high job satisfaction because of Delta’s staff culture. This
strategy is based on the belief that happy employees make happy customers.
Growth Strategy.
Purchasing Old Aircrafts and Vertical Integration:
These two cutting-edge elements of Delta's operating strategy contribute to the
airline's cost savings. By using this system, Delta has been able to significantly lower
its fuel prices, which has allowed for financial savings (Sam C, 2015).
Marketing Strategy
Campaigns
Delta airlines have regular marketing campaigns where it showcases to prospective
customers the benefits of flying with Delta Airlines
SWOT AND PESTLE ANALYSIS
I shall be analyzing Delta Airlines business strategies using SWOT and Pestle Models
to assess the effectiveness (or otherwise) of its currents strategies and profer
recommendations where gap exist.
The reason for choosing two models for analysis is to have an external and internal
bird’s-eye view of Delta Airlines' business strategy and make recommendations from
an angle of completeness awareness.
Delta Airlines SWOT Analysis
Figure 2 : SWOT Matrix
Strength:
1. Delta Airlines is a renown American airline with a long history and strong brand.
2. Every day, the airline offers roughly 5,000 flights between significant US
destinations and other countries.
3. Delta Airlines has well-trained workforce of more than 90,000 workers.
4. It offers its clients a robust loyalty programme called SkyMiles, Delta Sky Club,
and Sky Bonus.
5. Delta airlines has several alliances foreign airlines, this allows its customers to
travel to many destinations.
Weakness:
1. Delta Airlines faces fierce competition from both domestic and foreign carriers,
which limits the growth of its market share.
2. There is a limited customer share due to business's heavy reliance on American
customers.
Opportunities:
1. Expanding operations to additional US cities and creating more global hub
could boost its revenue.
2. alliances with international airlines to provide affordable international air travel
Threats:
1. Lower airline profits may result from rising fuel prices.
2. The aviation sector is susceptible to changes in economic policies, recessions,
and pandemics, which can have an effect on overall revenue of Delta Airlines
Delta Airlines PESTLE Analysis
Figure 3: Pestle Diagram
Source: Heubel (2021)
Political Factors:
Because Delta Airlines operates in multiple nations, the political climate and forces
within those nations can have a significant and direct effect on the airline's overall
business. The ongoing political turmoil in Europe has had an effect of the company’s
profit.
Economic Factors:
Economic factors affect the purchasing power of the customers and hence it affects
the airlines. Economic factor has had in impact in the ability of Delta Airlines to
purchase new aircract, the company relies on second-hand aircraft.
Social Factors:
The socioeconomic status of the passenger is one of the main social factors
influencing Delta Airlines. Delta airlines has embarked on data analytics to analyse the
information of its customers. The has helped it to come out with schemes that benefit
its different class of customers.
Technological Factors:
The operations of Delta Airlines also rely on technology developments. Improved and
environmentally friendly aircraft are urgently needed. A few things have also changed
as a result of data innovation. IT takes on a major role at some, from scheduling to
managing activities. Furthermore, the use of cell phones has increased globally.
Legal:
In 2017, Delta Airlines consented to the Occupational Safety and Health
Administration (OSHA) law ensuring that all is workers are safe. A violation of any of
these laws would attract a huge fine that could greatly affect the profitability of the
company
Environmental Factors:
Delta Airlines is conscious of its environmental responsibility and has imbibed eco-
friendly operations. In addition to its CO2 elimination tasks, Delta Airlines has started
a few new initiatives. All of this demonstrates the importance of ecological issues in
the twenty-first century
INVESTIGATE THE SITUATION
Delta Airlines major is customer centricity, all its goal, process and mode of operations
are tilted towards making its customer have a beautiful travel experience. I shall
investigate the current situation of the company using 7Ps of the marketing mix model.
Investigation will be visualize using the fish bone diagram and recommendations
highlighted in ‘red’.
Figure 4: 7P’s Marketing Mix
fishbone
Product Strategy: Delta Airlines with its extensive fleet of planes and extensive reach
around the world, has different flight bouquets, products and services to cater to its
wide range of customers. Premium travel experiences are given to customers who fly
Delta One, First Class, Comfort + bouquets. While Main One and Basic economy have
the regular customer service experience. It is provides hotels and taxi swervies to all
customers.
Pricing Strategy:
Delta Airlines accommodates a range of customer preferences by providing distinct
services at varying price points. First Class, Delta Comfort+, and Delta One are
premium services, so they come at a high cost.
Place Strategy: The place strategy explains the extensive reach of Delta Airlines, this
has been boosted by its partnership with international and regional operators as well
as its membership of Sky Team Cargo. Beyond its bricks and mortal platforms, Delta
airlines is also leveraging digital ticket channels such as delta.com, mobile and
telephony systems. All of these allow Delta Airlines to reach a wide range of customers
satisfactorily.
Promotion & Advertising Strategy: Delta Airlines has a great advertising strategy,
which contributes to its strong brand image. Numerous platforms are used to promote
the brand, including print ads, TV commercials, online campaigns, social media
interaction, and other digital marketing techniques.
Process:
Delta Airlines continuously tries to improve its various processes. It has tried to
optimize its flights to maximize profit. Processes are being optimized to reduce delay
and cost. Delta is increasingly selling its tickets online this has simplified the process
of buying tickets.
People:
The welfare of its staff is a top priority for Delta Airlines. Because of their extensive
training, Delta staff members provide higher-quality services and satisfy customers
more. Delta invests in human capital because it recognises its value in the general
satisfaction spectrum.
Documenting the Current Situaion Fishbone Diagram
Figure 5: Fishbone Diagram
ANALYSE NEEDS.
In this task, I am going to pinpoint areas where the business process of Delta Airlines
can be strengthened. This would require a gap analysis that explains where the
company wants to be and what needs to change to get there by examining where we
are right now. I shall therefore explore the differences between the current position
and the desired position.
Where Delta Airlines wants to be is captured by its goals and mission statement (stated
below), I will analyse its current position using the POPIT model and MCkinsey 7s.
According to McKenna (2023) the goals of delta Airlines are:
1. To achieve net-zero carbon emissions, waste reduction, and the creation of circular
solutions by 2050
2. To honour, connect, and reflect the global community.
3. To make an investment in development, foster connections, and be a reliable
partner.
The mission statement of Delta Airlines is “to consistently deliver an outstanding
customer experience while providing safe, reliable, and friendly air travel.” (McKenna,
2023)
POPIT Model on Delta Airlines
The POPIT model, which is depicted in Figure 6, can be of great assistance with this
task, it offers a framework and that make sure the analysis takes into account all
necessary components.
Figure 6: POPIT Model
Source: Paul et al (2014)
Processes:
1. Delta Airlines has been increasingly selling its tickets online and through retail
outlets.
2. It has tried to reduce flight delay and cost by a process known as flight
optimization.
People:
1. Delta Airlines prioritizes the welfare of its staff.
2. It spends a lot of money annually training and retraining its customer experience
team.
3. It has a scheme that allows eligible employees to purchase Delta Airlines stock
at a discounted rate. This programme helps to foster a sense of loyalty and
ownership to the company.
Technology and Information:
1. Delta airline is leveraging on technology to reduce CO2 emissions
2. It is perennial research to understand its customer base and to best tailor
incentives.
3. It has strong advertising initiative, using as print advertisements, TV
commercials, online campaigns, social media engagement, and other digital
marketing strategies.
Organisation with Mckinsey’s 7-S Model:
McKinsey’s 7-S model will help us holistically understand the organisation without
missing any bit of the organisational structure
Figure 7: McKinsey’s 7-S model
HARD COMPONENTS
Strategy;
1. Delta Airlines has a clearly defined strategy
2. Its strategy is guiding behaviour for the attainment of goals.
Structure:
1. The organisation structure is flat with no bureaucracy. This guarantees quicker
decision making and easy access to information.
2. Its structure encourages teamwork and internal team dynamics.
Systems:
1. To guarantee that business operations are efficiently managed and that there
are no conflicts or disputes, Delta Air Lines has established clear and distinct
systems in place to guarantee that business operations are efficiently managed
without disputes.
2. Delta Air Lines uses internal controls to continuously assess the efficiency of its
systems.
Soft Components
Shared values:
The shared core values of Delta Airlines are designed to promote innovation and
encourage organizational structure that will maximize employee performance and
improve their motivation and sense of belonging to the company
Style:
The leadership style of Delta Air Lines is participative. It involves and engages its staff
in managerial decisions and decision-making processes by employing a participative
leadership style. This helps to foster a sense of belonging and ownership amongst
employees.
Staff:
Every staff in Delta Airlines is chosen for a position based on their qualifications and
merit.
Skills:
Delta Air Lines boasts a highly skilled and capable workforce. Every candidate is
chosen for a position based on their qualifications and merit. Delta Air Lines takes
great satisfaction in selecting and developing the top talent to support expansion and
advancement.
STAKEHOLDER ANALYSIS OF DELTA AIRLINES
Ownership stakeholders
Institutional investors
Delta Air Lines is listed on the New York Stock Exchange, it is owned by institutional
investors. Mutual funds, pension funds, insurance companies, and other financial
institutions are some examples of these investors,
Individual investors
It is possible for individual to purchase shares of Delta Air Lines. These investors have
three options for buying shares: straight from the company, through brokerage
accounts, or through retirement plans.
Employee Ownership
Delta Air Lines has a special employee ownership program that allows eligible workers
to purchase Delta Air Lines stock at a discounted price. This gives them a vested
interest in the success of the company.
Management Executives
As part of their pay packages, the executive team frequently receives stock units or
stock options. Executives are motivated to make decisions that increase shareholder
value because they have a vested interest in the company's performance as a result
of owning shares.
Other Stakeholders
While not being the company's direct owners, other stakeholders like suppliers,
customers, and the communities where Delta operates all have a big stake in the
company's success. Delta Air Lines provides transportation services, business
partnerships, and economic contributions to these stakeholders.
UNDERSTANDING PERSPECTIVES
I will use the power-interest grid to visualize the perspectives of these stakeholders
Figure 8: Power-Interest Grid Matrix
Low Interest High
Figure 8 above shows that the stakeholder of Delta Airlines have different degree of
power and interest, it tells us how to relate with the different class of stakeholders. For
examples, the top management staff have very high degree of Power and Interest, this
group of people need to be managed closely.
MODELING THE BUSINESS PROCESS of DELTA AIRLINES
Figure 9: Business Model of Delta Airlines (Swimlane)
High
Keep satisfied
Manage closely
• Management Executives
Chief Customer Experience Officer
Chief Business Development Officer
Chief Financial Officer
Chief of Operations
Chief Communications Officer
Chief Digital Officer
• Top Management Executives
Chief Executive Officer
President of Delta Airlines
President International
Executive Vice President
Power
Low
Monitor
• External Auditors
• Passengers
• Suppliers
• Competitors
Keep informed.
• Institutional Investors
• Individual Investors
• Regular Employees
The Swimlane chart above models the business process of Delta Airlines. It shows
that from the very first point where the customer initiates his ticket to the last point
where the customer boards and even afterwards.
DEFINING THE SOLUTION FOR DELTA AIRLINES
This paper believes that for Delta to reach it goals, it has to study its competitors,
understand the key drivers of profitability in the industry, and model its strategy from
these key drivers in the light of the prevailing market forces. In the light of this, I am
going to use the Porter Five Model to define the solution. I chose Porter Five model
because it gives a clear picture of what competitors are doing and what is prevailing
in the Aviation sector. I shall give my recommendations for growth using this model.
Figure 10: Porter’s Five Forces Model
Source: Porter (1980)
Rivalry among Aviation Players: If there is fierce competition, it will be difficult for
current industry players, like Delta Air Lines, to make steady profits.
Threat of New Entrant: To lessen the threat posed by new competitors, established
players in the aviation market may be willing to accept smaller earnings.
Bargaining power of suppliers: Suppliers will demand a higher price from Delta Air
Lines if they have significant negotiating power. It will affect Delta Air Lines' ability to
continue making above-average profits in the market.
Bargaining power of buyers: When customers have significant bargaining power it
will typically drive down prices, which will reduce Delta Air Lines' ability to make long-
term profits.
Threat of substitute products and services: if there is a high threat of substitutes,
Delta Air Lines must either consistently invest in R&D or risk losing out to industry
disruptors.
Developing Fresh Strategies for Delta Airlines from Porter Five Analysis
Figure 10: Defining the Solution
Figure 10 presents a fresh strategy approach to tackle the competition and threat to
business success. It summarizes areas of concern, opportunities and further studies.
OBSERVATIONS AND RECOMMENDATIONS
The study has shown great insights into the business process, models and general
operations of Delta Airlines. Each model that was employed in this study has useful
observations and possible recommendations.
Observaons from POPIT Model
Process Suggestion:
1. Delta airlines needs to advertise and sell its ticket sales on social media. It has
not used the social space to its fullest.
2. The cost of flight is still high compared to its competitors. The cost of tickets
needs a downward review while maintaining excellent customer service.
People Suggestion.
1. There is no evidence of Delta Airlines wielding the stick for non-performing staff.
A carrot should be followed by a stick.
2. Staff should be made to sign a contract to remain in the company after
extensive training. There are evidence of cross-carpeting after staff training.
Technology and information suggestions
1. Delta Airlines suffered a major financial crisis in 2005. This was due to the
failure of its Information Technology infrastructure, a switch gear failure resulted
in a great loss for the company. There is a need to greatly invest in the
technological infrastructure of the company.
Observation and Suggestion from Pestle Analysis
1. I suggest that Delta Airlines should make better use of social media to
propagate its brand. Encourage satisfied customers to give feedback, this is to
outweigh the negative feedback that may arise from seemingly unsatisfied
customers.
2. I recommend that Delta airlines should create more hubs in the international.
Its branding as an America airline makes it lose a lot of international market
share.
3. I suggest that Delta should combines the benefit of technology with its human
face and personal touch.
Observation and Suggestion from The Porter 5 Model
1. It is important to monitor the political space and be close to aviation
policymakers to understand the possibility of new entrants. This will help reduce
the threat that new entrant could pose.
2. Delta Airlines will need to explore a large number of suppliers in the global
market than on relying on few US based suppliers this will help reduce the threat
that suppliers could pose.
3. It is important for Delta Airlines to engineer customer loyalty schemes by
marketing campaigns to its millennial customer (in-particular).
4. It is important for delta airlines to adopt product differentiation strategies and
explore all means to market its services this will involve complete use of social
media and hiring of top influencers.
BUSINESS DATA ANALYSE: A CASE STUDY OF DATA AIRLINES
INTRODUCTION
This task present presents business data analyse of Delta Airlines. The dataset for this
study is a review dataset for sentiment analysis it was gotten from an open source
data repository, Kaggle, Delta Airline Review data for Senment Analysis (kaggle.com). I
have done data cleaning and preprocessing with Python, using contemporary Python libraries
and modules Exploratory data analysis and visualizaon was done with Python, Tableau and
Power BI.
The dataset shall answer some of the relevant quesons that can help the growth of Delta
Airlines. The policy implicaon of each queson shall be highlighted in the course of answering
the quesons. There shall be a copius use of graphs, chart, tables and maps to answer the
quesons.
RESEARCH QUESTIONS
Q.1: What is the favourite travel destination?
Figure 11: Count of Destination
Figure 11 shows that most of Delta Airlines travellers had their destination in Atlanta.
Q. 2: What is the favourite travel origination?
Figure 12: Count of Travel Origination
Figure 12 shows that a majority of Delta Airlines customers travelled from its hub in
Atlanta.
Q.3: How is the sentiment analysis of Delta Airlines polarised?
Figure 13: Sentiment Polarity
Figure 13 shows that 59.30% expressed positive sentiments about Delta Airlines
Services, 39.81% expressed negative sentiments and 0.88% were neutral. This
explains that most of the sampled population are satisfied with the services of Data
Airlines.
Q.4: How subjective is the sentiment analysis of Delta Airlines
Figure 14: Sentiment Subjectivity
Figure 14 that a greater number of the sentiments are factual. This implies that it gives
a true picture of things, and it can be taken seriously.
Q.5: How is the sentiment Polarised by Country?
Figure 15: Sentiment Polarity of Top 6 Countries
Figure 15 shows majority of Delta passengers are resident in the United States and
they expressed the highest count of sentiment polarity. It also shows that sentiments
are positive for all countries.
Q.6: Is there a relationship between customers’ sentiments and travel type?
Figure 16: Count of Travel Type
Figure 17: Sentiment Polarity and Travel Type
Figure 17 shows the different sentiments by the different travel type of passengers. All
travel types expressed positive sentiments about Delta Airlines Services. It shows that
passengers who travelled solo for leisure expressed highest positive sentiments at
62.28% of total travellers in that class. Coversely, Couples who travel for leisure
expressed the highest negative sentiments at 42.72%.
Q.7: Is there a relationship between customers’ sentiments and seat type?
Figure 18: Count of Seat Type
Figure 18 shows the count of passengers by seat type, it shows that majority of the
passengers at 78.61% travelled the economy class. Business Class has the least
number at 5.66.
Figure 19: Sentiment Polarity by Seat Type
Figure 19 shows the sentiment polarity by seat type, customers who travelled the
business class has the best things to say about their experiences travelling with Delta
Airlines, at 67.19% positive comments.
Question 8: How well is customer’s travel experience rated?
Figure 20: Travel Experience Rating
Figure 20 shows that a majority of travellers rated the services of Delta Airlines as
highly efficient.
RECOMMENDATION
Positive sentiments are higher than the negative sentiments. It is important for Delta
airlines to begin to seize its opportunity outside the shores of the United States. It
needs to have very strong presence in other countries. It needs to concentrate on
improving the
CONCLUSION
This paper has been able to study the business process and analyse Delta Airlines.
This company was severely affected by the Corona Virus pandemic. I have
recommended strategies to bring back to profit making and make it the number choice
of airlines passengers worldwide.
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